I’ve been seeing a number of articles and conversations lately about servant leadership versus command leadership. That got me thinking: what does servant leadership look like in the world of communications? After doing some reading and some critical thinking, I realized that the principles of servant leadership fit naturally with the role of the public information officer (PIO). This article reflects on my thoughts.

Servant Leadership vs. Command Leadership

Servant leadership flips the traditional model of leadership. Instead of leading through control, authority, and command, servant leaders focus on service — to their people, their mission, and the greater good. They listen first, act with empathy, and elevate others before themselves.

By contrast, command leadership emphasizes hierarchy, direction, and authority. It has its place in public safety, especially in operational settings, but in communications, the command approach often falls flat.

Why Servant Leadership Fits the PIO Role

A PIO’s job is inherently about service. You serve leadership by carrying their vision forward. You serve the media by providing timely, accurate, and transparent information. You serve staff by making sure they are informed and supported. And you serve the public by ensuring they know what’s happening and why.

Here’s how servant leadership principles align with the PIO mission:

• Listening First: PIOs don’t just broadcast information — they listen to leadership priorities, staff concerns, and public sentiment. Listening ensures messages are relevant, empathetic, and accurate.
• Empowering Others: A servant-leader PIO doesn’t need the spotlight. Instead, they prepare leaders, subject-matter experts, and even frontline staff to communicate confidently. Coaching others to succeed is one of the highest forms of service.
• Building Trust: Trust is the true currency of a PIO. Servant leadership builds that trust through humility, honesty, and consistency — qualities the public recognizes and respects.

Where Command Leadership Falls Short in Communications

Command leadership may work in tactical operations, but for communications, it can create barriers. When a PIO relies too heavily on control, secrecy, or top-down directives, it risks:

• Alienating the media, who may feel stonewalled or dismissed.
• Frustrating staff, who may feel left in the dark.
• Damaging credibility with the public, who quickly sense when transparency is lacking.

In today’s environment of real-time news and social media, a command approach often comes across as defensive or tone-deaf.

Servant Leadership in Action

• In a Crisis: A servant-leader PIO prioritizes internal communication before external releases, ensuring staff don’t learn details from the news. They lead with empathy when addressing victims or communities and provide consistent, timely updates without arrogance or spin.
• Day-to-Day: Servant-leader PIOs take time to recognize staff achievements, highlight positive stories, and build up those around them rather than centering themselves.
• With Media: Reporters are not adversaries. A servant-leader PIO serves them by being responsive, honest, and respectful — which ultimately benefits the agency as much as the press.

Practical Lessons for PIOs

To put servant leadership into practice as a communicator, consider:

• Ask yourself daily: Who am I serving with this message?
• Enable others: Success isn’t about being the face of the agency — it’s about preparing others to lead effectively in public.
• Stay humble and empathetic: Your credibility grows every time you demonstrate humility, transparency, and compassion.

Closing Reflection

Servant leadership doesn’t mean being passive or weak. It means leading with strength through service, creating trust, and putting people first. For PIOs, that’s not just a leadership style — it’s the foundation of effective communication.

At PDR Strategies, we help agencies and leaders put these principles into action — building communication strategies rooted in trust, service, and authenticity. Whether you’re preparing for a crisis, training your PIO team, or developing a long-term communications plan, our focus is on helping you lead through service.

Because in the end, the most effective messages aren’t commanded — they’re earned through trust, empathy, and service.

Learn more about how PDR Strategies can help your team lead through service at PDRStrategies.com